Abstract: How is the sharing economy framed and who are the main actors driving current developments? Utilizing Social Media Analytics (SMA) for institutional analysis, we track the formation of the sharing economy in Sweden, its actors and their impact. Our findings reveal that the sharing economy in Sweden currently encompasses a wide variety of both non-market and market practices. Discussions concerning commercial exchanges, the role of profit-driven firms such as Uber and Airbnb, and the emergence of a market logic has created a state of instability. Our results point at several unresolved issues, such as taxation and regulation. Based on these findings, we suggest an expanded definition of the sharing economy which incorporates both market and non-market logics.